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October 30, 2000

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... and 30 years internationally World s largest chain of ice cream ... Baskin-Robbins scoops over 150 million ice cream ... Ben & Jerry s ... – PowerPoint PPT presentation

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Title: October 30, 2000


1
  • October 30, 2000

2
  • Baskin-Robbins
  • Delighting consumers for nearly 55 years in the
    U.S., and 30 years internationally
  • Worlds largest chain of ice cream specialty
    stores
  • 2,500 U.S. 2,200 international
  • In the U.S., Baskin-Robbins scoops over 150
    million ice cream cones each year
  • Nearly 400 million customers served annually

3
  • Baskin-Robbins Core Equities
  • Variety -- Whats Your Flavor?
  • Signature items
  • Ageless, All-Family
  • Heritage -- Timeless Relevant
  • Fun Spontaneous
  • Simple Approachable
  • Quality

4
  • Baskin-Robbins Whats
  • Your Flavor?
  • Invoke in consumers the simple, indulgent and
    familiar pleasures of the Baskin-Robbins
    experience
  • From "31 Flavors" in 1945 to nearly 1,000
    today...
  • Signature flavors
  • Popular "Flavor of the Month" program
  • Whimsical flavor names representing popular
    trends

5
  • America Loves Baskin-Robbins!
  • 98 Brand Awareness
  • 80 Brand Purchase
  • (Product Q Study, 1999)

6
  • America Loves Baskin-Robbins!
  • High Overall Positive Q Score Among Fast Food
    Category
  • Baskin-Robbins 43 Burger King 28
  • Dunkin Donuts 33 McDonalds 25
  • Wendys 28 Boston Market 23
  • (Product Q Study, 1999)

7
America Loves Baskin-Robbins!
  • 1 in Ice Cream Yogurt Category
  • 1 in Category in Service, Menu Variety,
    Cleanliness and Atmosphere

8
Brandscape
100
Ben Jerrys
Häagen-Dazs
80
Edys
Breyers
60
Growing
Leadership
McDonalds
Brand Strength
40
Friendlys
20
1994 1997 1999
New
Declining
0
100
20
40
60
80
Brand Stature
Source Landor Associates, 2000
9
  • Enchanted Mission
  • Expose families to the magical world of Shrek
    through "proprietary treats" and a uniquely
    themed store environment.

10
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11
  • An Enchanted Summer at Baskin-Robbins
  • Fairy tale-themed in-store experience
  • Possible "First Book" non-profit tie-in
  • Unique ice cream products designed to draw
    families into Shrek's world

Table Tent
12
A Line of Proprietary Treats
  • Ice Cream
  • Proprietary Flavors
  • Sundae
  • Beverages
  • Color-Changing/Interactive "Potions and Shakes
  • Branded Ice Cream and Cake Creations
  • Photo cake of Shrek
  • DecoPac/Bakery Crafts Design

Standee
13
Enchanted FlavorsShrek SwirlDragon's Treat
14
Sundae BeveragesSwamp SundaeEnchanted
PotionTransformation Shake
15
UniqueCakesShrek Photo CakeDecoPac/Bakery
Crafts Cake
16
  • What Baskin-Robbins Can Offer
  • 2 Million integrated national cable TV and radio
    advertising
  • Line of limited-time-offer proprietary Shrek
    products
  • National in-store POP support in over 2,500
    stores
  • Creating 24 million impressions in promo period
  • Shrek featured on Baskin-Robbins website, with
    link to DreamWorks website
  • Possible "First Book" non-profit tie-in

17
(No Transcript)
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